LicensingWorld LicensingNewsanalysis:
Lisle International brings Masha and The Bear to the UK
Brand licensing agency Ink has announced that Lisle International has been appointed to lead the UK licence programme for European property Masha and The Bear. Masha and The Bear is already a successful enterprise across Europe. The success of the shows has seen the creation of a licensing powerhouse with more than 40 active licensees across Europe and over 400 Masha-inspired products in the market place. With the TV series being successfully adapted for the UK,
Masha and The Bear will become a part of Lisle’s portfolio with the team ready to talk with prospective licensees. Gayle Tarrant from Lisle said: “We are delighted to be
working so closely with Ink and Masha and The Bear. The episodes that make up the TV series are truly inspirational, being funny and heart-warming at the same time. We believe that this property is perfect for all manner of sectors and look forward to speaking with prospective partners.”
Anything but despicable John Barton, SVP sales and marketing at Thinkway Toys, talks to Toy World about the upcoming Despicable Me 2, and what plans are afoot for the licence.
Just how successful was the original Despicable Me movie at the Box Offi ce? Despicable Me grossed more than $543m worldwide, which has made the sequel one of the most sought after properties in Hollywood. Despicable Me was released in July 2010 and went on to become the 10th highest grossing animated fi lms in US history, and the second highest grossing animated fi lm in 2010.
Tell us a little about Despicable Me 2. Chris Meledandri and his acclaimed fi lmmaking team created an all-new animated adventure featuring the return of Super Villain Gru (Steve Carell), his adorable girls, the unpredictably hilarious minions, and a host of new funny characters. Once Gru leaves behind a life of super crime to raise Margo, Edith and Agnes, he and the minions have some free time on their hands. But just as he starts to adjust to his role as a suburban family man, an ultra-secret organisation dedicated to fi ghting evil on a global scale comes knocking. Now, it’s up to Gru and his new partner, Lucy (Kristen Wiig) to fi nd out who’s responsible for a series of spectacular crimes. After all, it takes the world’s greatest villain to catch the one vying to take his place.
Toonami debuts around Asia
Turner’s new action- adventure channel launches on screens on December 1st. Toonami is a brand
created for fans, by fans. Viewers will be encouraged to submit story ideas and participate in competitions to ensure their voice becomes an integral part of the overall Toonami experience. Apps, games and websites complement TV content to create a cross-platform ecosystem. To kick off Toonami’s launch, budding science-fi ction writers can play an active part in the channel’s origins which centres on NAMI, a lifeform from the future by submitting ideas as to how to complete NAMI’s story. Sunny Saha, SVP and MD, Entertainment Networks, Turner
International Asia Pacifi c Limited, said: “We’re offering kids in Asia something unique: the chance to tune in and watch their favourite superheroes on a dedicated channel. Toonami’s launch brings Turner’s kids and entertainment brands to the next level. Interactive tools make it possible to really push the limits of fan engagement and redefi ne viewing around the region.”
The multi-language channel will feature a line-up of series including Young Justice, Batman: The Brave and the Bold and Dragon Ball Z. Toonami is Turner’s latest extension to its growing portfolio
for younger audiences, which includes Cartoon Network, POGO, Boomerang and Cartoonito, also set for its debut in Asia on December 1st. Toonami will initially be available in markets including Indonesia, Philippines, Vietnam, Thailand, Hong Kong, Singapore and Taiwan.
As a licensing opportunity, Despicable Me was largely missed by UK licensees and retailers – what will be different this time round? The minion brand has been growing ever since the initial launch of the fi rst movie, The internet has propelled people globally to embrace the lovable minions at a scale unprecedented in the world of animation from all age groups from adults, tweens and the young. Universal has also just opened a park in Orlando that has opened this year with massive success. With that said, the built up demand has been nurtured over a period of time, and globally the retailers have recognised that it is time for the minions to be released. It will not just be in the UK; the minions will appear in over 50 countries starting in July 2013.
Thinkway has been appointed as master licensee – what will the range consist of? In the Thinkway fashion the minions do indeed come alive! Albert Chan has created a line of toys that has sparked the reaction globally as the most innovative movie-driven toy line for 2013. We will be featuring new materials, new interactivity that will showcase the true nature of the minion characters that will demonstrate the emotional state of the essence of the characters. The line up will feature all categories from a high-end collectors series, talking action fi gures, deluxe action fi gures, collectable, plush, roleplay and novelties, and last but not least the minion Fart Gun from the movie.
What are Universal’s plans for the franchise moving forward? Universal has, as mentioned, nurtured the brand since the fi rst movie, and is releasing the second movie July 2013, and has already announced the new Minion Movie in 2014. They also have plans to expand the Minion Ride to all theme parks, and the launch, starting at the Macy Thanksgiving Parade, will roll out across all media coverage at the same level as NBCUniversal did for the Summer Olympics. This will be the largest media campaign for any movie being released in 2013.
Film licences without TV series haven’t been the easiest to persuade retailers to get behind, especially since the demise of Woolworths. Can Despicable Me 2 buck that trend? Thinkway believes that in some cases it is not always the issue of the movie success, rather it is what the buyers globally are asking for. Innovation in products for movie releases have become a big concern. This is how we feel Thinkway is different. We take the time to actually study the characters and match their personality in the toys so that the end user can actually feel a emotional bond. The retailers want innovation, price, margins and marketing support, and this is what we deliver to the trade.
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